Nationwide party store retailer with stores in 23 states, carrying 8,000 different wines, 2,500 beers and more than 3,000 spirits.
The Business Challenge:
Build retail brand awareness in the marketplace, increase traffic in current stores, drive new store openings, while increasing same stores sales through personalized marketing & promotion activity including new products launches, in-store events (i.e., wine tasting), all while currently educating consumers on their wide array of products (variety of beverages), premium cigars, a humidor, and accessories like bar stools, glassware, and gift bags.
HKM convened a dedicated cross-functional team which included data management, programming systems, and sales. HKM collaborated with the retailer: 1) to mine data on the purchase history of their current clients, 2) create a digital asset library for the selection of brand consistent images across the country, and 3) leverage geomapping to drive customers & prospects to the nearest store location for promotions and events (i.e., wine tastings).
Results for Client
Developed an on-going program that mails up to 1 mm postcards with customized variable offers monthly. Program increased sales and profits due to 1) an increase in overall store traffic, 2) higher attendance for in-store events, 3) promotional sales increases and 4) an increase in the average customer’s total ring… all while introducing a turnkey, seamless campaign process, that increased speed-to-market while reducing print and promotional cost.
Increased promotional response rates: By leveraging customer’s purchase data, HKM was able to personalize mailings based on related products to the customer’s purchase history. Further, by leveraging Informed Delivery which delivered an e-mail to each household at the same time the mail was received response rates were dramatically increased.
Cost reductions: data and mailing worked closely to secure the highest possible USPS postage discounts available, leveraging USPS promotions, co-mingling, etc.
Speed-to-Market: Being able to mine purchase data on an on-going basis data allowed HKM to develop a turnkey, seamless process for the Retailer, which allowed the team to execute the monthly mailings within a four-day window.